Project Overview

In 2023, a Chinese maternal and child product brand launched its online marketing campaign for China’s 618 shopping festival in partnership with BeyondNext. Based on the user attributes of Xiaohongshu platform, which is highly compatible with the target group: young parents who pursue quality life and focus on health and parenting knowledge, BeyondNext set Xiaohongshu as the main position, supplemented by Weibo, Zhihu and WeChat as supplementary channels. During the 618 warm-up period, we launched a series of content that seems not directly related to 618, but can let the audience learn about our products and generate the desire to buy. We accurately matched a group of influencers with the brand’s philosophy, covering different categories of segments including parenting experts, beauty bloggers, and fashionable mothers. During the period, we designed exclusive content strategies for each KOL, with multi-angle topic entry, ‘sharing & avoiding mine of mother and baby goodies, practical shopping guide’, ‘real use feedback and recommendation list’, etc., to ensure that the content has authenticity and practicability, and accurately reaches the crowd.
In order to better match the social media marketing content, we also help brands adjust their product placement and promotion strategies on e-commerce platforms, and optimise product keywords. In this way, when users become interested in the products because of the social media content and browse the e-commerce platform during the 618 period, they can see the relevant offers, which further promotes the conversion of purchases, and realises the closed-loop marketing from grass-raising to sales.

Outcome

With BeyondNext’s careful planning and execution, its social media campaigns yielded significant results. The most notable one is the word-of-mouth marketing article on Xiaohongshu, ‘Postpartum Sharing, stay up all night to summarise practical mother and baby products’, which not only gained nearly 10,000 likes and comments, but also exceeded the 100,000 mark in reading volume. Through the well-planned marketing activities on Xiaohongshu, the brand achieved a total exposure of more than 6 million times.The average daily traffic on the e-commerce platform during the 618 campaign: the average daily traffic surged to 50,000 unique visitors, an increase of 400%. Taobao and Jingdong shop GMV during the campaign period achieved an increase of up to 280% compared to the same period in the previous year.